The consumer adoption process is simply the steps consumers go through to make a product part of their life. First the consumer is made aware of it and when interest begins to take over, they try the product. If they like it, they will “adopt” it into their lives by making repeat purchases. Diffusion is different because it’s not based on stages but more of a curve that describes how quickly and why a product is spread through society.
Pervasive computing is essentially when portable devices are involved in information processing. It’s simple and has to do with everyday tasks. One such tool is the RFID technology. Devices can be attached to everyday items and send information to marketers without users even know it is happening. Marketers can then use this information to make a profile of the user and arrange specific ads and promotions to be sent to them, increasing the likelihood of a lead or sale.
The strategic drivers of wireless adoption are..
Context – providing relevant information when customers want and need it
Localization – places information in places where it’s most likely going to be used
Personalization – information that can be tailored to the needs of that consumer
Time sensitive – information that is provided at a time that makes sense; you don’t want a coupon after it’s expired
High Value – something that brings about significant change, a coupon for 10 cents off isn’t very likely to work
Voice activation – blue tooth, voice dialing
One-click payment mechanisms – consumers may be wary to enter excess information on the web, especially if it seems insecure
Security – multiple questions to ensure that the person using the account is the owner
Privacy – personal information must be kept from others
Expanded permission marketing – opt-in is not enough. Consumers want information frequently and it’s important to have it all up to date